Cannabis Consumers Say They Support Independent Brands But Still Choose Price and Potency Over Principles

Survey Reveals Gap Between Consumer Intentions and Purchasing Behavior in the Cannabis Industry

As cannabis businesses across the United States work to differentiate themselves in an increasingly crowded market, many have leaned into narratives of local ownership, artisanal quality, and independent entrepreneurship. These small and mid-sized companies hope to position themselves as the cannabis equivalent of the farm-to-table movement—offering authenticity, care, and community-based values. However, a recent survey suggests that while consumers say they value these attributes, their actual spending behavior often tells a different story.

A new Cannabis Consumer Poll conducted by California-based telehealth platform NuggMD surveyed more than 600 marijuana consumers and uncovered a striking inconsistency between consumer ideals and market behavior. The poll found that although a majority of respondents claimed they would pay a premium to support small, independent cannabis companies over large multistate operators (MSOs), most purchases still prioritize two key factors: price and potency.

Consumer Support for Independent Cannabis Companies Is High—In Theory

According to the survey, 51% of cannabis consumers said they would pay more for cannabis products grown, manufactured, and sold by small, independent businesses. An additional 41% said they would consider paying a premium, while only 6% outright rejected the idea.

At first glance, this suggests a promising market opportunity for local operators: a motivated consumer base that is ready to spend more on mission-driven, independently owned cannabis. But when the survey turned to actual purchase motivations, the story shifted dramatically. The most common deciding factors at the point of sale? Price (29%) and price and selection (37%). Together, those metrics suggest that two-thirds of consumers ultimately prioritize cost and variety over brand values, ownership models, or product origin.

Independent Brands Have an Edge If Their Branding Is Strong

Andrew Graham, head of communications at NuggMD, notes that these findings contain both a warning and a potential advantage for independent operators. The edge, he suggests, lies in effective branding that bridges the gap between values and buying behavior.

In competitive cannabis markets like California, where choice is abundant and margins are tight, the brands that rise to the top are often those with clear identities, authentic messaging, and resonant storytelling. Consumers may be driven by price and potency, but that doesn’t mean they’re uninterested in meaning. It just means that meaning has to compete with affordability—and win.

The takeaway: simply being an independent operator isn’t enough. Operators must build a brand experience that reflects independence in tangible, emotional, and culturally relevant ways.

Big Cannabis Can Learn from Small Cannabis—and Borrow Credibility

Interestingly, the survey data also holds insights for multistate operators (MSOs), many of whom have been criticized for creating homogenized products and consolidating power in emerging markets. Despite this perception, large cannabis firms could still leverage the values that consumers care about—authenticity, local roots, and artisanal quality—if they position their products accordingly.

In fact, there’s evidence that MSOs are already adopting this playbook by partnering with local cultivators, licensing boutique brands, and rebranding themselves with localized messaging. By mimicking the structure and storytelling of small operators, large companies may capture some of the “indie appeal” while maintaining the scale and distribution advantages of corporate operations.

If MSOs can successfully present themselves as aligned with independent values—while still offering competitive pricing and potency—they may unlock higher margins and wider appeal.

Cannabis Consumers Seek Identity and Differentiation—But Loyalty Is Fragile

As the cannabis marketplace matures, consumers are beginning to seek more than just THC percentages. According to legal experts and industry observers, brand identity and emotional connection are increasingly important differentiators—at least in theory.

Oren Bitan, co-chair of the marijuana and hemp industry group at law firm Buchalter, points out that consumers are signaling a desire to avoid “homogenized” products in favor of cannabis that reflects personal identity and cultural narrative. But he also acknowledges that brand loyalty in cannabis remains elusive. Despite the emotional resonance, price and potency often override long-term loyalty.

Anecdotal evidence suggests that while some consumers gravitate toward specific brands or products, few companies have achieved deep, enduring brand allegiance. Most sales, Bitan notes, still come down to who’s the cheapest and who’s the strongest.

Convenience and Value Still Reign Supreme in the Retail Landscape

Even consumers who express support for local or independent brands often make different choices at the dispensary counter. Avis Bulbulyan, CEO of California-based cannabis consulting firm Siva, says the disconnect isn’t hypocrisy—it’s simply human nature.

While people may want to support small businesses in theory, in practice, convenience and self-interest typically prevail. Most cannabis consumers don’t track company ownership or know which brands are owned by MSOs versus independents. Instead, they’re focused on what they’re getting for their money: the best value, highest THC, and most accessible products.

For retailers and manufacturers, this means that education and transparency around ownership and production values will be critical for bridging the gap between principle and practice.

Consumers Are Getting Smarter And Demanding More Quality

Although price and potency dominate many purchasing decisions, that doesn’t mean consumers are blind to quality. In fact, today’s buyers are more educated than ever. Caleb Counts, co-founder of Connected Cannabis Co., believes that quality and perceived value remain the top drivers for high-frequency, informed buyers.

Connected Cannabis, an independent cultivator operating in California and Arizona, has carved out a loyal following by offering consistent, high-end flower. But even they partner with larger MSOs, like Trulieve Cannabis Corp. in Florida, to access restricted markets with limited licenses.

Counts says MSOs are evolving too. As consumers become more discerning, even large companies are being forced to improve quality or reduce prices—and many are doing both. That pressure has led to strategic partnerships with high-quality independents, allowing both parties to scale without sacrificing product integrity.

The Future: Merging Values With Value

As market dynamics continue to evolve, the gap between consumer ideals and actions represents both a challenge and an opportunity. Independent cannabis companies must rise to the occasion with clear branding, authentic storytelling, and premium quality that justifies their pricing. At the same time, MSOs can’t ignore the growing desire for purpose-driven products and local credibility.

Ultimately, consumers may say they want to support the little guy—but until they can see, feel, and taste the difference, price and potency will continue to dominate.

The future of cannabis retail will belong to the companies that can merge values with value—and turn consumer sentiment into sustainable, repeatable sales.